Coach Threw a Massive Neon-Lit Motel Party for Its 75th Anniversary

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Here’s the thing with pre-fall — it’s a season of loosely organized showroom appointments that’s really just meant for press and buyers. It’s quiet and lacks the spectacle of a full fashion week (unless you’re Chanel). But last night Coach decided to change that.

When you’re a massive worldwide brand, the occasion of your 75th anniversary calls for a proper blowout. Coach combined its men’s and women’s collections (the trend du jour) for one big runway show, followed by a neon-lit after party. Held in the same space as Wangfest, attendees entered a giant room dotted with trees and vintage cars. Looming in the back were the bright, flashing signs more commonly seen at your standard middle-of-nowhere motel. And the front row was packed: Drew Barrymore, Michael B. Jordan, Emma Roberts, and Rowan Blanchard were just a few of the celebs who turned out.

That décor made sense the moment the clothes hit the runway. Described in the show notes as, “American optimism, New York City, and cultural melting pot,” the collection was executive creative director Stuart Vevers’s nostalgic vision of an L.A. kid who made his way to the big city. The likes of Luka Sabbat and Winnie Harlow wore jackets, sweaters, bags, and more, featuring kitschy details like NASA patches, golden retrievers, and plenty of nods to the Coach mascot, Rexy the Dinosaur. Coupled with the blaring music that included songs like West Side Mob’s “Break Dance – Electric Boogie,” it felt like being in The Get Down.

To close the show, the Young People’s Chorus of New York City fittingly sang “Empire State of Mind” and then it was time to party. Fake snow started to fall and more neon-lit signs came to life as a giant disco ball glittered. Everyone meandered towards the makeshift motel constructed in the back for the signature Champagne-and-gin cocktail appropriately titled “Coach 75,” pausing to dutifully shoot Boomerangs of all the glittering lights. Because really, it doesn’t count until you Instagram it.